Should you use web personalisation for your website?

Web personalisation is the process of tailoring a website to the visitor based on different pieces of data collected about them.

The data can come from what social media sites they're logged into, where they are accessing your site from geographically, what kind of device they're accessing your site from, among other gathered information.

Every company, at some point or another, has to take a good long look at their marketing and ask themselves the question: is web personalisation right for us?

To help you...

By Tara Hornor, 20 July 2012, 0 comments. Categories: Advertising Technology, Branding, Publishing.

How to shoot down a brand dissenter with style [infographic]

Here’s an effective way to draw positive attention to your brand and maintain a sense of humour, as shown by @smartcarusa.

Smart cars have never traditionally received the best press, and Twitter user Clayton Hove couldn’t resist a sly dig at the company’s supposedly brittle exterior.

Presumably not expecting any response in particular – a quick look on his page shows his tweets are frequent and far reaching at a variety of targets – Hove would...

By James Bourne, 22 June 2012, 0 comments. Categories: Campaigns, Publishing.

Why peer recommendations are critical for marketing success

I am very intrigued and interested in the topic of what influences someone to make the decision to buy your product or service. As all marketers and brand owners be!

It's an important and increasingly pressing challenge for marketers and agencies, as it is clear that traditional paid for advertising is slowly becoming less effective. So what next?

By Gary Bembridge, 19 June 2012, 1 comment. Categories: Branding, Publishing.

5 localization steps for global brand loyalty

Too often, companies don’t recognize the competitive nature of the global market and aren’t aware of the impact of a flawed localization effort. To initiate an international marketing effort that is successful, recognize the importance of communicating with people accurately in their native languages — and demonstrate that you know something about their local cultural preferences. That, essentially, is what localization is all about. And that effort is what a sufficient share of your overall...

By Liz Elting, 12 June 2012, 0 comments. Categories: Advertising Technology, Campaigns, Publishing.

Google+ - Not a no-brainer but a different kind of brain

Last week, Marketing Tech contributor Neal Schaffer argued that Google+ is a ‘no-brainer’ for business marketers. His evidence: Google Knowledge Graph, enhanced Google search listings, and live on-air Hangouts.  I imagine that the new Google Plus Local would be a notable addition to his argument – and the argument is convincing. Google is the king of search engines, and businesses can now use free...

By Amy Hruby, 01 June 2012, 0 comments. Categories: Publishing, Social Media Marketing.

Ignore social media complaints at your peril

Over two thirds of companies are ignoring the fact that social media is now the preferred channel for unhappy customers to make complaints, according to a new survey.

A.T. Kearney’s Annual Social Media Survey has shown that 70% of complaints are going un-answered simply because social media is not connected to the customer contact centre.

“The fact that so many brands are failing to recognise social media in their customer service strategies is a clear signal that they are finding it difficult to...

By Matt Henkes, 21 May 2012, 0 comments. Categories: Publishing, Social Media Marketing.

Can Friends Reunited rise from the ashes?

Friends Reunited, the site widely cited as the world’s first online social network and rekindled a thousand old school romances has been relaunched, 12 years after its inception.

Focusing on nostalgia and memories, the new site will invite users to gather images that represent memorable events in their lives, culminating in a feast of curated memories, both their own images and those from copyrighted libraries, a few of which have already agreed to partner with the site; the Press Association and the...

By Matt Henkes, 27 March 2012, 0 comments. Categories: Campaigns, Publishing, Social Media Marketing.

How social media influences market segmentation

Segmentation, the cornerstone of marketing

Few would disagree with the view that since the 1950’s, when the practice of market segmentation began, it has been the cornerstone of any marketing strategy.  If you define your market segments accurately, then the follow on activities of targeting and positioning are much more effective.

Have online social media networks and their ability to engage with individuals interactively and in real-time made the practice of categorising people into groups...

By Paul Fennemore, 16 March 2012, 0 comments. Categories: Publishing, Social Media Marketing.

How to win back your email subscribers

Reengagement programmes seem to have a number of definitions and suggestions on how to approach it are infinite. But no matter how you look at it, the fact is that it’s less expensive to maintain an existing customer than it is to acquire a new one. The prospect of reengagement, therefore, should appeal to any marketer.

Historically, the prevailing attitude among email marketers was that since sending email is so inexpensive, it's not worth the trouble to suppress inactive users. Not too long ago it was...

By Kara Trivunovic, 07 February 2012, 0 comments. Categories: Data-driven marketing, E-Commerce, Email marketing, Publishing.